five trends in digital healthcare in 2010

Google Confidential and Proprietary

Five Trends in Digital Healthcare in 2010

May 2010

Google Confidential and Proprietary 2

Digital is Critical for Health

Info Impacts Dialogue...53% say information found online lead them to ask a doctor new questions

Empowered Patients...Today, more than 80 million US adults use social media for health-related issues

Health Matters...61% American adults look online for health information

Sources: “The Social Life of Health Information,” Pew Research Center, June 2009; Manhattan Research 2009


Cause Symptoms Complaint Diagnosis Treatment Rehab

Access to Information at Moment of Relevance

Rx


Understand Your Goals

Drive prescription orders Encourage patient compliance

Increase brand awareness Educate consumers

Build Rx loyalty Create dialogue between patients and physicians


Pharma Site Visitation Drives Key Performance Indicators

Lift Among Prospective Patients Who Visited Brand.com

28%

20% 20%

31%

38%

30%

0%

10%

20%

30%

40%

UnaidedAwareness

AidedAwareness

Favorability DiscussTreatements

DiscussBrand

Ask forBrand

% p

oint

diff

eren

ce b

etw

een

Exp

osed

and

Con

trol

Source: comScore and Evolution Road, Fourth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry

Awareness Intent

Note: Prospective patients are patients that are online but not yet on an Rx


ROI Brand

Awareness & Favorability

Drivers of Conversion for

Tactical Optimization

Online marketing efforts have a significant incremental effect on new patient starts

Click on display media

Visit brandwebsite

Online Behavior Impacts New Patient Starts

Exposure

8.4%

11.2%


11.9%Click on Paid Search ad

Prospect patient, online but not yet on an Rx

More Likely: New Patient


ROI Brand

Awareness & Favorability

More Likely: Adherence/Next Fill

Drivers of Conversion for

Tactical Optimization

Online marketing efforts have a significant incremental effect on adherence/next fill among existing patients

Click on display media

Visit brandwebsite

Online Behavior Impacts Rx Adherence

ExposurePatients on an Rx

24.6%

20.3%


17.7%Click on Paid Search ad


“Consumers who visit product sites are nearly 3X more likely than the average US adult to

request prescriptions by name from their doctors.”

Source: ePharma Consumer v8.0, Manhattan Research


2010 Health Digital Trends

Emergence of ePatients

Proliferation of Online Health Video

Mobile Will Impact Healthcare Decisions

Communities Matter

Physician Immersion in the Digital Channel


1. Emergence of ePatients


Trust in Online Health Resources is Skyrocketing

Question: Overall, do you feel your trust for online resources related to health information has increased, decreased or remained the same compared to a few years ago? Please select one. Base: Used Online Resources Listed. (Not Just Other). (n=4908).

Source: Google & OTX, Health Consumer Study, December 2009

Over the last couple of years, trust in online health resources has increased by

44%


The Internet is a Powerful Tool for Health Research

Question: In the past 12 months, which of the following resources have you used to obtain information on a health-related question or concern? Please select all that apply. Base: Total US Respondents18+ who do not work in related professions/taken related surveys in past 12 months and have researched health information in the past 12 months. (n=22806).

Source: Google & OTX, Health Consumer Study, December 2009

The Internet is the Top Resource for Health Questions & Concerns


Users Turn to Search for Health Information

Graph includes all “Health-Condition” queries EXCLUDING all “swine flue” and “h1n1” terms.

Source: Google Internal Data; 3X growth from 2006-2009


hyperactivity, impulsive behavior, short attention span

adhd, attention deficit, adhd treatment / medication

concerta, concirta, concerta side effects, concerta trial

concerta dosage, taking concerta, concerta newsletter

Search at Each Stage of the Patient Funnel

Google Confidential and Proprietary 15Source: Google Insights for Search

Search Spikes When People Want to Learn More


Allows for Answers to Questions in Real Time

Real Time Twitter Resutls


Gives Users the Most Relevant Answers


Even for the Most Regulated Products


Black Box Search Format Case Study: Yaz


Users Find New Unit Transparent & Relevant

April 2009 FDA Letters

Nov 2009 Beta Launch

Source: Google Internal Data

Yaz AdWords data on Yaz & Yasmin brand terms 3/2009 – 3/2010


Proposed Standard for Product Claim Sponsored Links

This additional “More Info” link will direct to risk information

Headline will link to designated landing page, such as the homepage

“Warning:” is fixed & cannot be modified; the remaining 62 characters can be modified


Rx 2010: 100% Share of Voice on search marketing to increase patient Rx conversion.• Formats: Test new pharma units for increased transparency


2. Proliferation of Online Health Video


#1 | Because Video is Mainstream…

Video is the fastest growing medium in history

77% of Americans online watched a video last month

The average US viewer spends 500 minutes (8.3 hours)watching video online each month

The duration of the average online video is 3.7 minutes

Source: comScore Video Metrix, August 2009


Consumers Watch Health Videos More Than Food & Celebrity

Celebrity

26%Food

27%Health32%

News

42%

25

Question: Thinking about online videos in general, which, if any, of the following types of videos do you typically watch on the Internet? Please select all that apply. Base: Total Health Consumers. (n=5001).Source: Google & OTX, Health Consumer Study, December 2009

Google Confidential and Proprietary 26Sources: 12th Annual Survey on Consumer Reaction to DTC Advertising of Prescription Drugs, 2009; Consumer Health Study, Google and OTX, December 2009

Nearly 50% of consumers report that online health videos serve as a top resourcewhen searching for medical conditions and prescription drug info

26Google Confidential and Proprietary

Consumers Value Online Health Video

7 in 10health consumers are interested in watching

health-related video online

Specifically, educationalvideos related to specific

conditions (54%) and those featuring experts such as

doctors (49%)


Health Videos Drive Action

Take action after viewing health information in video form93%Conducted further online research as a result of the health video they viewed

69%

60%Interact with their doctors

Question: Which of the following actions, if any, have you ever taken as a result of watching online health videos?Note: Watch Health Videos n=369. **Individuals were able to respond positively to more than one answer. This number does not reflect response overlap.

Source: OTX and Google Custom Video Study, March 2008

Google Confidential and Proprietary 28Source: Nielsen “Three Screen Report,” 2009.Source: comScore MediaMetrix, December 2009

23% of YouTube’s

Audience is 45+


Expand Your Reach


Target Your Audience

Run Display Banners on YouTube

Target: Interest Based, Demo,

Geo,Behavioral

Control: Run only on Premium Partner

Content

Ad-formats: Run Rich Media formats that include all fair

balance


Distribute Your Assets :60-:90 Videos

Promoted “Paid”

Advertising

Organic “Natural”

Search Results


Measuring Back End Data


Rx 2010: Capitalize on video consumption with rich media display and distribute your approved video assets.


3. Mobile Will Impact Healthcare Decisions


Mobile Market Overview

6.7B 4B7am

1pm8pm

11pmAround the Clock Engagement

0

50

100

150

200

250

300

350

400

450

2007 2008 2009 2010 2011

Sea

rche

s pe

r dev

ice

Search/PC

2011 ~ 250 Billion Searches

50% of web traffic will come through Mobile Devices with 5

Years~Mary Meeker ~Morgan Stanley

2/3 World Population Have Mobile Phones


The Local Explosion

Find Locations Get Driving Directions See ItCall & More

One in three mobile search queries have local intent.


Convergence

Unknown Skin Condition

Camera – EyesConnectivity – SecondsCloud - Data


Health Consumers & Doctors Use Mobile

Health Info Seekers¹ are 49% more likelyto have connected to the Internet using a mobile device in the last 30 days

¹ Health Info Seekers defined as consumers who have obtained medical information online in the last 30 days

Sources: MRI 2009 Doublebase Study; Manhattan Research, April 2010

64% of physicians own a Smartphone


Consumers Want to Search for Info Wherever They Go

39

1/2Of iPhone users have made a health-related query on their mobile device

Source: Greystripe, Inc., "Mobile Advertising Insights Report: Health and Dating Using the iPhone and iPod touch ," February 24, 1010, via eMarketer


Mobile Apps

Source: Complete, Inc. 2009, mocoNews 2009

• 3+ Billion Apps Downloaded

• Average Android user downloads 40 apps

• 25% of iPhone & Android Users Spend 2 hours per day in apps


Reach Your Consumers on Mobile...

Browse Internet Search

Use Apps

…as they pursue their interests

Watch Movies


Mobile Search Provides Answers Anywhere

Target by: Location, Device, CarrierExample: Android users on AT&T’s network in Chicago


Rx 2010: Just opt in! Replicate existing search campaigns for high end devices. Literally turn it on tomorrow.


4. Communities Matter


Social is the most popular activity online

1 out of every 6 minutes spent online is spent on a social network


Run Display Banners on Google’s Ad Network

Target: Reach Your Target Audience

Control: Select the Sites You Want

Efficiency: Choose how you want to pay

for media

Reach Consumers Within Their Communities41% of e-patients have read someone else's commentary or experience about health or medical issues on an online news group, website, or blog

Source: Pew Internet Social Life of Health 2009


J&J Baby Channel

710K+ Channel Views

1.3MM Videos Watched

2,900Channel

Subscribers

Build a Community Around Your Brand


Tap into the Community to Drive Patient Education

Sanofi Aventis Go Insulin Channel

UnbrandedDiabetes Videos

Seamless Website

Integration

Links to CRM and iPhone

Application


Create a Connection with Patient Testimonials

J&J Brand Realize Channel

Branded Patient Testimonials

Education & Product

Information

Medical Expert Advice


Rx 2010: Tap into existing communities. Use the sight, sound, and motion of video to create emotional touchpoints with your consumers.


5. Physician Immersion in the Digital Channel


The Internet Is HCPs’ Top Health Resource

52

86% of physicians have used the Internet to gather health, medical, or prescription drug information

Base: Total Physicians n=458

Source: Hall & Partners and Google Custom HCP Study, August 2009

The Internet far exceeds the following resources for gathering health, medical, or prescription drug information:

• Online CME courses – 78% • Peer Reviews Journals – 77%• Pharmaceutical sales

representatives – 77%• Colleagues – 67%

• Books – 56%

• Health-related organization/association – 54%

• Magazines – 35%

• Video/DVDs – 20%


Physicians Access the Internet Across Locations

92% in office/clinical setting

88%at home

59%on a mobile

device

Questions: In which of the following places do you access the internet to research medical or clinical information? You mentioned that you access the Internet in your office or clinical setting. Specifically, where do you do so? Do you use a mobile device (e.g. cell phone, PDA, Blackberry) to access clinical information? .Base: Total Physicians n=411


Places Used to Access the Internet for Medical Information

21%in patient exam room


Physicians Start with Search

How Physicians Start Patient Research

*Note: ‘Where search starts’ includes what the 1st step was that respondents took when executing the task. ‘Total search engine use overall’ includes the use of search engines overall, across scenarios and searchesBase: Total Physicians n=411, Physicians who use a search engine n=294


71%Search Engine

29%Website


One-Third of Physicians Search on Branded Meds

Base: Physicians who use a search engine n=294


Types of Search Terms Physicians Use

57% Conditions

36% Treatments / Trials

33%Branded Medication

e.g., cardiovascular disease, post traumatic stress disorder

e.g., Boniva,Pristiq

e.g., diabetes type ll treatment,antiplatelet therapy trials


Physicians Click at the Top of the Page

46%

92%

24%

8%

Percent of Physicians That Clicked

Base: Physicians who use a search engine n=294


21% of Psychiatrists

clicked on sponsored

links

Sponsored links

Top of the Page

Bottom of the Page

Middle of the Page


Reach Physicians in Relevant Content


Rx 2010: Create HCP focused search campaigns with targeted messages & run display campaigns on medical sites.


Thank You!

five trends in digital healthcare in 2010

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